Get to know Lidl, the German grocer opening its first four Richmond area stores July 27th

If you’re a fan of discount German grocer Aldi, another forthcoming chain should make you and your wallet happy. Lidl, another German competitor, which has plans to aggressively expand in the U.S. in the coming years, has announced an opening date for its first four Richmond area stores.

On Thursday, July 27th, the grocer will open locations at 11701 Iron Bridge Road and 1311 Mall Drive in Chesterfield County, 12151 W. Broad Street in Short Pump, and 5110 S. Laburnum Avenue in the East End. Each will open at 8:00 AM, the company said in a news release. Each new store will also hold a ribbon cutting ceremony at 7:40 AM. The new Richmond-area stores are among Lidl’s first locations in the country.

The first 100 customers to arrive at each location will also receive a wooden coin for a chance to win up to $100 in Lidl gift cards and customers will get a chance to sample some of Lidl’s signature products. The following weekend, the store will hold host to games, activities, prizes, special deals, and giveaways, the company says.

What to expect

While somewhat similar to Aldi stores, Lidl’s stores also contrast in various ways. Most stores are larger than their competitor’s, at around 20,000 square feet, and are arranged into just six aisles.

An in-store bakery will greet customers with breads and pastries which are baked fresh throughout the day.

The store also has its own line of wine, curated by an in-house sommelier. Lidl touts that its company was the top performing retailer at both the 2017 LA International Wine Competition and the 2017 INDY International Wine Competition, earning a combined 104 medals, including Sparkling Wine of the Year.

All of Lidl’s fresh and frozen seafood is certified sustainable by either the Marine Stewardship Council, Best Aquaculture Practices, or the Aquaculture Stewardship Council (ASC) and don’t contain synthetic colors, added MSG, or partially hydrogenated oils containing trans fats.

Each store will also have a variety of organic and gluten-free items including organic fruit, vegetables, meat, dairy, and packaged food items.

Much like Aldi, about 90 percent of the grocer’s items are store brand products. The stores also carry a revolving door of non-food products swapped out each week including fitness gear, small kitchen appliances, toys, and outdoor furniture. To save on costs, the stores also follow their competitor’s model of only being open during what they call “prime shopping times.” Stores will be open from 8:00 AM until 9:00 PM Monday through Sunday.

While Lidl may be new to Richmond and the United States, the company operates more than 10,000 stores in over 28 countries. Its U.S. headquarters are in Arlington, Virginia, and the company recently built a new distribution center in Spotsylvania County.

Lidl’s entry into the Richmond market comes at a time of ever-growing competition not just from similar stores such as Aldi, but also Publix and Wegman’s.